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November 2007

November 30, 2007

Online Video

The writers strike as we know, is all about the creative community getting there fair share of new revenue streams, including broadband video streaming of TV content ( and archived content).

The logjam is caused by the fact that currently, despite more and more good quality content making its' way to TV network websites, the reality is that very little revenue is being generated .

Why? Because no one has figured out how to integrate advertising effectively ( certainly video pre-roll can't be the answer) without alienating the consumer .Remember the user? They expect control , chat, interactivity , deconstruction, viralability and on demand access from there web experience.

Also, measurement and the cost value relationship is not well understood or sufficiently quantified.

I know everyone says that the consumer will not pay for content on the web , but if I can cancel my cable bill and pay a small cost per view for ORIGINAL , FRESH content ...why not!

Another opportunity would be advertiser sponsored video content ; but with navigation routes to deeper character content, story backfill ( eg. watching Heroes, I can ask where did this character come from and read related content/view video, chat with another viewer).The " reward" to the advertiser will be data on the consumer .

Why? Because no one has figured out how to integrate advertising effectively ( certainly video pre-roll can't be the answer) without alienating the consumer .Remember the user? They expect control , chat, interactivity , deconstruction, viralability and on demand access from there web experience.